This campaign was a crash course in turning fear into something rhythmic, rhyming, and actually helpful. Working with Barú Advertising and Duncan Channon, we needed to reach Latino communities with clear, upbeat guidance for handling COVID symptoms, without sounding like another ominous PSA. So we did what abuelas and street vendors already know: we used rhythm, warmth, and joy to cut through the noise. I’ve written jingles before, but this one had stakes, soul, and something to say. I dare you, no, I double dare you to watch it without your shoulders and your bootie shaking. I’m tellin’ ya. It’s that good.